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Tours: Group Related Events Under One Brand

Run touring productions on Seaty: group related events under one branded landing page, share a memorable URL, and track combined sales across all dates.

Overview

Tours let you group related events together under a single brand and landing page. Whether you're running a theatre production visiting multiple venues, a workshop series across several dates, or a festival appearing in different cities, tours provide one place for customers to see all their options and for you to track overall performance.

At its simplest, tours answer one question: How do I present multiple related events as a single offering to my customers?

Who uses this: Organisation administrators with tour management permissions.

Key capabilities:

  • Create a branded landing page for your tour with a memorable URL
  • Add any events from your organisation to the tour
  • Track combined sales and revenue across all tour dates
  • Apply consistent theming across the tour experience
  • Let customers browse all tour dates and choose where to attend

How It Works

At a glance: Create a tour, add events, and share the tour landing page with your audience.

1. Create the tour

Set up your tour with a name and unique tag. The tag becomes your tour's permanent URL, making it easy to share and promote.

2. Add events

Select which events from your organisation belong in this tour. Each event can only be in one tour at a time, keeping your organisation clear.

3. Customise the presentation

Add a description, upload an image, and optionally apply custom branding to create a cohesive tour landing page.

4. Share and track

Promote your tour URL and monitor combined performance across all tour dates from a single dashboard.

Think of it this way:

  • Events are individual performances at specific venues and dates
  • Tours group those events under a common brand and landing page
  • Tour summary shows combined performance across all grouped events

Viewing Tours

Access the Tours section from your organisation's admin menu to see all tours you've created.

Tour List

The tour list displays:

  • Tour image: Visual identifier for each tour
  • Tour name: The title of your tour
  • Tour tag: The unique identifier (hashtag format: #yourtag)
  • Event count: How many events are currently part of this tour

Click any tour name to open the tour admin menu and access tour management tools.

Tour Admin Options

When you click a tour, you'll see:

  • Tour page: View the public-facing tour page
  • Summary: Combined sales statistics across all events
  • Events: Manage tour dates and event assignments
  • Edit tour: Modify tour details, description, image, theme, and marketing settings

Creating Tours

Create a new tour to group related events together.

Starting a New Tour

  1. Navigate to your organisation's Tours section
  2. Click Create Tour button
  3. The tour creation wizard guides you through setup

Required Information

Tour name (required):

  • The public-facing title of your tour
  • Examples: "Spring Workshop Series 2025", "National Theatre Tour", "Summer Festival Circuit"
  • Must be longer than 2 characters

Tour tag (required):

  • A unique short identifier for your tour
  • Creates the URL: Seaty.co.uk/Tour/your-tag
  • Must be longer than 2 characters
  • Cannot contain special characters (letters and numbers only)
  • Must be unique across all tours on Seaty

Why require unique tags? Tags create permanent, shareable URLs. Unique tags ensure your marketing materials always point to the right tour.

Initial Creation Process

The wizard will:

  1. Validate your tour name and tag
  2. Save the basic tour structure
  3. Direct you to the full tour editor

After creation, you'll have access to the complete tour editor where you can add description, images, themes, and most importantly - add events to your tour.

Managing Tour Details

Edit your tour's core information, branding, and public presentation.

Tour Information

Tour section in the editor:

  • Tour name: Update the public title
  • Tour tag: Modify the URL identifier (if it's not already in use)
  • Description: Rich text editor supporting formatting, lists, and headings
    • Maximum 3,000 characters
    • Supports bold, italic, underline, strike-through
    • Headers, ordered lists, bullet lists
    • Explains what the tour is about for potential attendees

Tour Image

Upload a visual that represents your tour:

  • Displays on tour landing page
  • Shows in organisation's tour list
  • Acts as the primary visual identifier
  • Recommended: High-quality production photos or promotional imagery

Tour Theme

Apply custom branding to your tour landing page:

  • Background image: Sets the visual backdrop
  • Custom colours: Match your production's branding
  • Theme inheritance: Can use your organisation's theme as starting point
  • Disable theme: Option to use default Seaty styling

The theme applies to the public tour landing page, creating a cohesive brand experience.

Marketing Settings

Configure promotional tools:

  • Facebook Pixel ID: Track visitor behaviour and conversions
  • Inherited from organisation if not set at tour level
  • Useful for social media advertising campaigns

Managing Tour Events

Control which events are part of your tour.

Adding Events to Tours

Events section in the tour editor shows three categories:

Events with no tour:

  • Available events from your organisation not assigned to any tour
  • Toggle switches to add/remove events
  • Changes take effect when you save

Events in this tour:

  • Currently assigned events (only visible for existing tours)
  • Can be deselected to remove from tour
  • Events return to "no tour" status when removed

Events with existing tour:

  • Events already part of a different tour
  • Can be reassigned to your current tour
  • Automatically removes them from their previous tour when saved

Important Tour-Event Rules

One tour per event:

  • Each event can only belong to one tour at a time
  • Assigning an event to a new tour removes it from its previous tour

Why one tour per event? This keeps your organisation clear and prevents customers from seeing the same event listed under multiple tours, which could cause confusion about where to book.

Event ownership:

  • Only events belonging to your organisation can be added
  • Events from other organisations won't appear in the list

Real-time visibility:

  • Events are sorted by name and event tag
  • Toggle switches provide immediate visual feedback
  • All changes are pending until you click Save

Removing Events from Tours

To remove an event from a tour:

  1. Navigate to tour editor's Events section
  2. Find the event under "Events in this tour"
  3. Toggle off the switch next to the event
  4. Click Save to confirm removal
  5. The event returns to "Events with no tour" status

Tour Performance

Track sales and revenue across all tour events from a single dashboard.

Tour Summary

Access from tour admin menu to view:

Combined ticket sales:

  • Total tickets sold across all tour events
  • Aggregate revenue from all events
  • Currency symbol from your organisation's settings

Active vs inactive events:

  • Toggle to include or exclude ended events
  • See historical performance or focus on current sales
  • Useful for comparing past tours to current offerings

Event breakdown:

  • Individual event performance within the tour
  • Sales percentages for each event
  • Revenue contribution per event

Tour Analytics

Tour summary provides:

  • Real-time data: Current sales figures across tour
  • Comparative analysis: See which tour stops are performing best
  • Financial overview: Total revenue generated by the tour
  • Ticket counts: Sold vs available across all events

This consolidated view helps you understand tour performance without checking each event individually.

Tour Landing Page

Every tour has a public landing page showcasing the tour to potential attendees.

What's Displayed

Tour header:

  • Tour image prominently displayed
  • Tour name and presenting organisation
  • Book tickets button with availability status

Availability indicators:

  • Good availability: Plenty of tickets across tour dates
  • Getting busy: Some dates selling well
  • Limited tickets: Low availability across tour
  • Sold out: All dates at capacity
  • Suspended: Tour temporarily unavailable
  • Elapsed: All dates have passed

Tour description:

  • Full rich text description you've written
  • Explains what the tour is about
  • Provides context for the events

Booking interface:

  • Click "Book tickets" to see all tour dates
  • Date picker modal shows all events in the tour
  • Customers can choose which date/venue suits them

Social sharing:

  • Share links for Facebook, Twitter, email
  • Helps spread awareness of your tour
  • Uses tour-specific URL for tracking

Organisation details:

  • Information about your organisation
  • Awards and recognition
  • Contact information

Tour URL

Each tour has a direct URL:

  • Format: Seaty.co.uk/Tour/your-tag
  • Easy to share and promote
  • Redirects to tour landing page
  • Use in marketing materials, social media, and promotional campaigns

Theme Application

If you've set a custom theme:

  • Background image creates visual impact
  • Custom colours maintain brand consistency
  • Professional appearance for public landing page
  • Theme affects entire tour page experience

Use Cases

Tours are versatile and suit many scenarios:

Touring Theatre Productions

Challenge: Single production visiting multiple venues over several months

Solution:

  • Create one tour for the production
  • Add each venue date as a separate event
  • Customers see all tour stops on one landing page
  • Track overall production success across tour

Workshop Series

Challenge: Related workshops happening at different times/locations

Solution:

  • Group all workshops into a workshop series tour
  • Each workshop is an individual event
  • Customers understand the series context
  • Track series enrollment vs individual workshop attendance

Festival Circuits

Challenge: Festival appearing in multiple cities with different dates

Solution:

  • Create festival tour grouping all locations
  • Each city gets its own event
  • Maintain consistent branding across all stops
  • Compare performance across different cities

Multi-City Events

Challenge: Single event concept replicated across multiple cities

Solution:

  • Tour groups all city instances
  • Customers can choose their nearest location
  • Centralised marketing with tour landing page
  • Track which cities perform best

Seasonal Programming

Challenge: Related events throughout a season (e.g., "Spring Season 2025")

Solution:

  • Season tour groups all spring events
  • Customers see complete season offering
  • Promote season subscriptions or multi-event attendance
  • Analyse season performance as a unit

Educational Programmes

Challenge: Multi-part educational programme with several sessions

Solution:

  • Tour represents the complete programme
  • Each session is an individual event
  • Students see full programme structure
  • Track completion rates across programme

Permissions

Tour management requires specific permissions from your organisation:

Creating tours: Requires OrganisationTours permission Editing tours: Requires TourEdit permission Viewing tour summary: Requires TourSummary permission Managing tour events: Requires TourEvents permission

If you don't see tour options in your admin menu, you may need to request these permissions from your organisation administrator.

Best Practices

Choose descriptive tour tags:

  • Use meaningful identifiers that hint at the tour's content
  • Examples: spring-workshops-2025, national-tour-2025, festival-circuit
  • Avoid generic tags like tour1 or events

Write compelling descriptions:

  • Explain what makes this tour special
  • Include key dates, venues, or highlights
  • Help customers understand the tour's scope
  • Use formatting for readability

Use high-quality images:

  • Tour image is the first visual impression
  • Use production photos or professional promotional imagery
  • Ensure images are clear and represent the tour well

Group logically:

  • Only add events that genuinely belong together
  • Don't create tours just to group unrelated events
  • Consider the customer perspective - would this grouping make sense to them?

Monitor tour performance:

  • Regularly check tour summary
  • Identify which tour stops need promotion
  • Use data to inform future touring decisions

Promote tour landing pages:

  • Tour URLs are easy to share
  • Use in marketing materials
  • More memorable than individual event links
  • Creates professional impression

Common Questions

Tour Structure

Can an event be in multiple tours? No, each event can only belong to one tour at a time. This keeps organisation clear and prevents confusion.

Can I add events from other organisations? No, tours can only contain events from your own organisation.

What happens if I delete a tour? The events remain but are no longer grouped. They return to "Events with no tour" status.

Booking and Customers

Do customers have to book all tour dates? No, tours simply group events for easier discovery. Customers book individual events from the tour landing page.

Will customers see tour information on event pages? Events in tours display their tour association, and customers can navigate to the full tour from event pages.

How does a tour look on my organisation page? When a tour groups two or more events, those events collapse into a single tile on your organisation page. The tile shows a Choose your option picker strip with a button for each event in the tour. Customers can click a button to jump straight to the booking page for a specific date, or click elsewhere on the tile to open the tour's own landing page. A tour with only one event displays as a normal event tile. See Organisation page for the full picture of how events appear publicly.

When would I deliberately group events to use this picker? Any time you want customers to see related events as a single offering with a clean "pick one" entry point. Common examples: a weekend run where you also sell a separate event for the full weekend that you price and operate independently of the individual days; a workshop series with a session-by-session choice; or a touring show with several local dates. The picker is a navigation shortcut on your organisation page — each button still leads to that event's own booking flow.

Editing Tours

Can I change the tour tag after creation? Yes, you can modify the tour tag in the editor as long as the new tag isn't already in use.